DHL was formed in 1969 at Bonn, Germany.

It was founded by Ken Allen (CEO, Chairman), Adrian dalsey (co-founder), Larry hillblon (co-founder) and Robert Lyn (cofounder). DHL offers integrated services and tailored, customer-focused solutions for managing and transporting letters, goods and information. DHL comprises four divisions. These segments operate under the control of their own divisional headquarters. The Group management functions are performed by the Corporate Center.

They have centralized the internal services which support the entire Group including Finance Operations, IT and Procurement. This consolidation enables them to increase the flexibility of their business, improve service quality and leverage economies of scale and cost benefits. They have a very good extended marketing mix for services.

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7Ps Of Extended Service Marketing Mix

Product:

1. DHL express internationally-DHL means international shipping convenient with a Variety of services and options to suit customer needs.

2. Logistics services-They offer a complete range of logistics and outsourcing situations to meet your warehousing and distribution challenges.

3. Shipping tools-The quick and easy way to handle shipping.

They have some specialized services:

ESI Jumbo box and jumbo junior Transport collect Express pallet University express Important campaign

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They have air transport, water transport and land transport. There logistics customers include over 75% of the worlds largest quoted non-financial enterprise. They also deliver dangerous goods and they have a system in their transportation process in which they can control the temperature to keep the goods in a right shape.

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Place:

DHL has a selective distribution strategy of its service products. Through it franchises cover the good location in DHAKA and CHITTAGONG .They have a very good placement to provide services. List of the nearest DHL service points are given below:-

DHL SERVICE POINT Shop 2 (ground floor), 36 Kamal Ataturk Avenue Banani, Dhaka - 1213 Telephone No: 8824738 or 9891581 DHL SERVICE POINT 93 Motijheel C/A, Dhaka-1000 Telephone No: +88 (02) 9553511

DHL SERVICE POINT Bikalpa Tower, House No.74, Road No.5/A, Satmasjid Road, Dhanmondi, Dhaka-1203 Telephone No: +88 (02) 8610895 DHL SERVICE POINT Shop no - A-1A (new), 8/A (old), Chourongi Market 95 Begum Rokeya Sarani, Senpara Parbata

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Mirpur-10, Dhaka-1216 DHL SERVICE POINT 67 DIT Road Telephone No: +88 (02) 8022411 DHL SERVICE POINT 49 Kazi Nazrul Islam Avenue, Kawran

Khilgaon Chowdhury Para (East Hazi para) Bazar, Dhaka-1215 Dhaka-1219 Telephone No: +88 (02) 8317846 DHL SERVICE POINT House No: 13 (Ground Floor), Road No: 14/B, Sector: 4, Uttara Model Town, Dhaka-1230 Telephone: +88 (02) 893 13 29 DHL SERVICE POINT CS Plot -391, 393,394 & 396, Tejgaon Industrial Estate, Dhaka Telephone No: 9895685, 9895634 DHL SERVICE POINT Shop no.# 2, 6, 7(Ground Floor), Golden Plaza Shopping Complex, Sheba House, Plot # 34, Road # 46, Gulshan-2, Dhaka-1212 Telephone: +88 (02) 989 59 25 DHL SERVICE POINT 27/1/A (Ground Floor), Shamoli, Mirpur Road, Dhaka-1207 Telephone No: +88 (02) 9135930 DHL SERVICE POINT House-413, Road-30, New DOHS, Mohakhali, Dhaka-1206 Telephone No: +88 (02) 8813129 DHL SERVICE POINT 76, Gulshan Avenue, MCC Tower (4th floor), Gulshan-1, Dhaka 1212 Telephone No: 9895810 DHL SERVICE POINT DHL Worldwide Express (BD.) Pvt.Ltd Zone Service Building BEPZA, Ganakbari, Savar, Dhaka Telephone No: +88 (02) 7701432-3 DHL SERVICE POINT 207/4, B.B Road, Narayanganj-1400 Telephone No: +88 (02) 7630884/ 7630873

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Telephone: +88 (02) 910 42 42 DHL SERVICE POINT Shafi Bhaban, C.D.A, Plot No.6, SK Mujib Road, Agrabad C/A, Chittagong 1400 Telephone No: +88 (031) 2522571-4 DHL SERVICE POINT Room - 27 & 28, Old office complex (tin shed) Chittagong Export Processing Zone, Chittagong Telephone No: +88 (031) 740413 / 800170 DHL SERVICE POINT Purbani Complex, Zindabazar, Sylhet-3100 Telephone No: +88 (0821) 711618 DHL SERVICE POINT 1, R.K. Mission Road, Ground Floor (Old Ittefaq Bhaban) Dhaka: 1203 Telephone: +88 (02) 951 12 56

DHL SERVICE POINT 805 JB Complex (ground floor), CDA avenue, East Nasirabad, Chittagong Telephone No: +88 (031) 635545 DHL SERVICE POINT Chamber Mansion, Khan-e-Sabur Road, 5, KDA Commercial Area, Khulna-9100 Telephone No: +88 (041) 724711, 720264 DHL SERVICE POINT Comilla EPZ, Comilla Airport, Comilla3500 Telephone No: (88) 01711-431024 DHL SERVICE POINT G.P Ka 75, (Ground Floor) Kuril Bishwa Road Circle, Badda, Dhaka-1229 Telephone: +88 (02) 841 81 81

Promotion:

There are different strategies for promoting DHL. They have different categories for promotion.

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*Print media- Print media Advertising is still the medium used by DHL, Bangladesh and outdoors also forms a crucial part of the communications strategy. Increasingly campaigns are integrated across these communication channels.

*Advertising-DHL has a persuasive advertising strategy for its services. The advertisement appear in almost all the business class magazine, daily newspapers and TV channels .They have a very good taglines, like, nothing can stop us ,if there is an address we will find it.

They are now focusing on mobile ads too.

Price:

DHL implemented the concept of the price adaptations for every country based on its economic conditions.

Pricing strategy- past and current-DHL change premium for delivery superior service

Maintaining image in the eyes of customers DHL delivers superior value. Decline in price might be seen as decline in quality of services.

Pricing structure-

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*Difference in price charged for documents and parcels should be differentiated because of additional cost, incurred for parcel shipping. * Difference in price across different industries * Shipping fee should be the same for customer across different industries.

In geographical regions the company decides how to fix its product price to different customers in different locations and countries.

Discounts and allowances *Price discounts for students package up to 15%. * Discount on inbound and domestic services by 10%. * Occasional shippers can pay by cheque or cash.

People:

It is very crucial in service delivery. The people who are working for DHL are very helpful. They have a very good Human resource Department on how to handle

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customer and how to deal with their problems and find out the solution. They have a very good customer care service, which works for 24/7 365 days. If there is any complaint regarding the services, they take the action immediately.

DHLs international network links more than 220 countries and territories worldwide. Some 300,000 employees are dedicated to provide a fast and reliable service that exceeds customers expectation. They have learning and acquiring skill programs, Training programs, graduate programs and MBA programs which they perform outside Bangladesh.

Empowerment-one special thing about DHL is the level of empowerment and independence given to its employees>If an employee is regularly able to contribute thoughts, ideas and suggestions to problems at hand or regular activities, that is a feeling of accomplishment which goes a long way. It makes an employee fell as though he or she is important to DHL.

Motivation-Employee motivation is boosted through various recreational activities and different reward programs like picnic, cricket matches etc. These things are very crucial for a service thats why DHL has so many customers worldwide.

Physical Evidence:

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The DHL uniform is an important part of corporate identity and gives a positive professional image. They have to wear the uniform all the time at work. They have to wear the proper dress which is suitable for working in a business environment and acceptable to the manager. They are responsible for keeping their uniform clean and in good repair. Uniforms are generally not replaced earlier than 18months after issue. Footwear has to be appropriate and approved by the manager, generally black and grey in color. Uniform of DHL gives physical evidence to service provider to better know customer n his mind whenever they are required to service.

Process:

DHL has a six step process system. They are:-

1. Intiation-The formal start of the project

2. Design-The formal agreement on how to approve the project and its deliverables.

3. Planning-Following agreement, a detailed plan is created.

4. Execution-After detailed planning and preparation the project goes live.

5. Closing-Gradually phase out and prepare for handover of the deliverables.

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6. Handovers-The formal end of project.

With the coverage of in over 210 countries, Global mail parcel of transports parcels up to 31.5kg and also offers collection, sorting and franking for small parcels up to 2 kg at no extra charge. They manage customs clearance and provide delivery details for parcels over 2kg in many countries via their on the track and trace service. There is also a wide selection of useful add on services to choose from.

5Ps of Service Quality Dimension

Reliability:

DHL provides the most reliable and safety service in express mail companies. They have a strong manpower and dedicated with well trained employees, those who always work for the customers satisfaction as well as delighted service. An approximate 300,000 employee is always ready to deliver the services accurately and safely. About 2.5 million customers are always depended on this kind of service of DHL because of their reliability, quality and trust.

Responsiveness:

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This Company has 34,000 service points where people can easily co-operate with them and can gather information quickly with a good environmental and behavioral condition. The customers executive and the service providers are up to date with latest information, those who give the actual information to the customers in details and also suggest them to take the right appropriate services. Not only that their technological innovation Centre which is very close to the Cologne Bonn airport, is a showroom, laboratory, hands on lab and a conference area, which can give an overview to the customers about their new service, information, features and also the full delivering process, where people can find their purchased service performances. In Bangladesh they are growing their business rapidly, where they provide same class of service as similar to the outside.

Assurance:

The high quality of service and the well trained employees availability are separated their services different from others. The companys overall activities and the social welfare work give the assurance to the people that they are here to provide you the delightment with reliance. The availability of service, a large amount of transportation a number of 250 aircrafts all these are automatically back up the customers with full of confidence and motivation to rely with and to involve with their services confidently.

Empathy:

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One to one service providing is very important for creating long term customer relationship in service business. People those who buy services always seek good behavior and also want that particular service providers take care of him individually. DHL Express gives their customers high value with proper realization so that they can understand their customers want their demand and need. In each and every point they appoint some people those who always maintain customer relationship with the employee and also monitor the overall activities of them. Not only that their advanced use of technology always update information so that people can easily access with their services and get information.

Tangibles:

The tangible goods in which people can come into the visible factors of DHL are in a very well position. Thousands of vehicles, Hundreds of aircraft, DHL packaging machine, all visible things at office, service point and Headquarters are carry the mind of peoples trust, reliability and confidence to take and purchase their service and to know their activities in front and out front the company. Not only that those who are the new customers can easily gain the idea by seeing these kinds of extreme services. Moreover these types of things also grow up brand image, companys reputation and work as a key factor to success.

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